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Copy of Copy of Marketing 101

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by

Claudia Pop

on 20 November 2013

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Transcript of Copy of Copy of Marketing 101

Piata si concurentii
contextul pietei
segmente
evolutie
concurentii si produsele lor
pozitia lor in piata
oportunitati si amenintari
Organizatie si produs
Cine suntem?
Ce promovam?
Background
Obiective de marketing
Obiective de comunicare
Pozitionare & Point Of Difference
One thing to communicate
Target
Output
Process
Scrierea unui Brief
Ce este Marketingul?
Marketing Strategic 101
“The management process responsible for identifying , anticipating and satisfying customer requirements profitably” (Chartered Institute of Marketing)
cateva....
sute de definitii
“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” ( AMA, 2007)
”The performance of business activities which direct the flow of goods and products from producer to consumer”. (AMA, 1960)
“Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating, offering, and exchanging products of value with others” (Philip Kotler)
nevoi
proces
produse si servicii
consumatori
actuale
viitoare
+
$
$
$
$
profitabilitate
companie
societate
Company to advertise
Product info
Campaign objectives
Target audience
Desired brand positioning
Message
Tone of voice
Timing and budget
What is wanted
Mandatories
campanie integrata de marketing
ambalaj
identitatea de brand
spot TV
campanie online
promotie
eveniment
demografic
socioeconomic
psihografic
afinitatea fata de categorie
afinitatea fata de brand
motivatii
consumer insight
Marketing
Sales ( Vanzari)
PR
Logistica
Financiar
Fabrica
Agentie
Creatie
Agentie
Media
Agentie
Research
Consumer
Insigh
“Consumer insight” este un adevar de profunzime despre consumatori, de care nu nimeni nu stie ca deja exista, nici macar consumatorii in cauza.
Full transcript